Finstas

Finsta, short for "fake Instagram" (often contrasted with "rinsta" for "real Instagram"), refers to a secondary Instagram account created to share more private, casual, or candid content with a limited audience. These accounts are typically private and not shown in public search results; the audience is usually a close circle of friends, family, or peers. Users often choose less polished usernames and post moments they would not share on their main profile, such as memes, venting, personal reflections, or unfiltered photos. Finstas may also serve as spaces to experiment with content, test ideas, or express opinions without affecting one’s public image.

The term emerged within online youth culture in the 2010s as multi-account use grew and concerns about privacy and social judgment rose. Many people maintain a complementary "rinsta"—a more curated, publicly visible account.

Typical practices include setting a private profile, approving followers manually, and sharing posts or stories with a restricted audience. Some users rely on features like Close Friends for selective stories; others post primarily to private posts that are unavailable to non-followers. Content is often more casual, humorous, or personal than on the main account.

Security and privacy considerations include risks if accounts are compromised or if content is misinterpreted, as well as the ongoing tension between private self-expression and public digital footprints. While finstas can offer creative freedom and a safe space for expression, they reflect broader dynamics of privacy, identity, and social navigation in online life.